Preference‐expectation reversal in the ratings of independent and interdependent individuals: A USA–Japan comparison

要旨

We predicted and supported the prediction that a ‘preference‐expectation reversal’ would occur among J apanese but not among A mericans. A merican and J apanese participants evaluated ideal‐typical independent and interdependent persons on the negative–positive dimension, and estimated how others would evaluate these persons. They also indicated their preference for acting like each of the target persons; that is, which of the two target persons they would prefer to act like. Both the American and Japanese participants wanted to act like the typical independent person rather than the typical interdependent person. However, the J apanese participants expected that others would evaluate the interdependent person more positively than the independent person. This preference‐expectation reversal was not observed among the A merican participants. Further analysis demonstrated that the A merican participants' personal evaluations of the two targets were consistent with their preferences. The J apanese participants' personal evaluation represented a compromise between their preferences and the expected responses of others. These results suggest that the culturally shared belief in J apan that interdependent persons would receive more positive evaluations than independent persons created an incentive for them to behave interdependently despite their preferences.

主題